ISSN2320-2882
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Paper Title
A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space.
Authors
TANYA R MAKWANA , Prof. ANAND LIMAYE
Keywords
Gen Z communication preferences; digital lending engagement; SMS, WhatsApp, push notifications; fintech marketing strategies.
Abstract
The rise of FinTech in India has transformed the way young consumers interact with financial products and services. Among the key challenges facing digital lending platforms is the ability to effectively engage users, particularly Gen Z, through timely, personalized, and relevant communication. Gen Z, defined as individuals born between 1997 and 2012, represents a tech-savvy, mobile-first generation that exhibits distinct preferences in communication, consumption, and financial behaviour. As non-banking financial companies (NBFCs) and digital lenders rely heavily on digital communication channels such as SMS, WhatsApp, and push notifications to connect with users, it becomes critical to evaluate the efficacy of each channel in influencing user behaviour, particularly during decision-making phases in the borrowing funnel.
This study investigates the comparative effectiveness of SMS, WhatsApp, and push notifications as communication tools to engage Gen Z users in the context of digital lending. Through a structured questionnaire circulated among college-going Gen Z students, the research examines user receptiveness to various message formats, preferred communication platforms, frequency of engagement, and trust factors that drive or hinder borrowing decisions. In parallel, the paper analyzes existing literature on communication psychology, FinTech marketing strategies, and digital channel responsiveness to contextualize the findings within broader industry trends.
The outcomes of this study contribute to a deeper understanding of the Gen Z audience, offering a roadmap for customer-centric communication strategies in the financial services ecosystem. The paper concludes that while SMS remains widely used, WhatsApp, with its interactive and media-rich capabilities, demonstrates higher engagement potential among Gen Z. However, effectiveness also depends on context, trust, personalization, and timing. Push notifications, though limited by app installs, serve as an effective reinforcement channel when used strategically. The findings emphasize the need for a balanced, multi-channel approach that adapts to evolving digital habits.
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IJCRT — journal style
"A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space.", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.13, Issue 11, page no.g93-g99, November 2025, Available :https://ijcrt.org/papers/IJCRT2511720.pdf
APA — 7th edition
MAKWANA, T. R., & LIMAYE, A. (2025). A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space. International Journal of Creative Research Thoughts, 13(11), g93-g99. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720
MLA — 9th edition
MAKWANA, TANYA R, and ANAND LIMAYE. "A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space." International Journal of Creative Research Thoughts, vol. 13, no. 11, 2025, pp. g93-g99, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720.
Chicago — 17th, bibliography
MAKWANA, TANYA R, and ANAND LIMAYE. "A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space." International Journal of Creative Research Thoughts 13, no. 11 (2025): g93-g99. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720.
Harvard — author–date
MAKWANA, T.R. and LIMAYE, A. (2025) 'A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space', International Journal of Creative Research Thoughts, 13(11), pp. g93-g99. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720
IEEE — numbered reference
T. R. MAKWANA and A. LIMAYE, "A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space," IJCRT, vol. 13, no. 11, pp. g93-g99, Nov. 2025.
Vancouver — biomedical
MAKWANA TR, LIMAYE A. A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space. IJCRT. 2025 Nov;13(11):g93-g99.
AMA — 11th edition
MAKWANA TR, LIMAYE A. A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space. IJCRT. 2025;13(11):g93-g99. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2511720,
author = {TANYA R MAKWANA and ANAND LIMAYE},
title = {A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space.},
journal = {International Journal of Creative Research Thoughts},
volume = {13},
number = {11},
pages = {g93-g99},
year = {2025},
month = {November},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - MAKWANA, TANYA R
AU - LIMAYE, ANAND
TI - A Comparative Study Of SMS, WhatsApp, And Push Notifications For Engaging Gen Z In Digital Lending Space.
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 13
IS - 11
PY - 2025
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720
SP - g93-g99
ER -
Issue
Volume 13 Issue 11,
November-2025
Pages : g93-g99
Article Information
- Published In
- International Journal of Creative Research Thoughts — Volume 13, Issue 11, November 2025
- Pages
- g93-g99
- Published
- November 2025
- Registration ID
- IJCRT_297178
- Published Paper ID
- IJCRT2511720
- Research Area
- Management All
- Author Type
- Indian Author
- Location
- MUMBAI, MAHARASHTRA, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 192
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2511720
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2511720.pdf
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